Growth Hacking in B2B:

Account-Based Marketing

Mike TelemVP Product Marketing, Marketo

Former Co-Founder, Insightera

Overview

• What is Account-Based Marketing

• The typical use case

• A nice story of a small startup…

Should you engage them all…?

Account-Based Marketing

“Focusing your efforts the accounts most

likely to generate revenue.”

Target prospects based on Industry, Revenue and Named Accounts

ABM – Find your Sweet Spot

Financial Telecom Healthcare Your Customized

Named Account List

• Mid-West Target Accounts

• Top 50 Retail Accounts

• Key Enterprise Accounts

• Using Specific Technologies

• Using Competitor’s Products

Medium-sized SW Company Case Study

1,000+ key targeted accounts identified each month

10,000+ impressions on personalized content in last 3 months

Improved sales and marketing alignment around target

accounts

Average time on site up 103% for those who engaged with

personalized campaigns

Personalized campaigns generate up to 33% engagements

ABM for an Early-Stage Startup?!

Story of an Early-Stage Startup

Its hard to move the needle with little resources…

We all want those big LOGOS

Yeah, right…

Story of an Early-Stage Startup

• Insightera – Real-time Targeting and Personalization

• Raised $1.5M in 2012

• 2012: 30+ customers, small team

• Challenges:

• Few resources

• Uneducated Market

• Awareness and demand Gen

• Logos, references

• Pricing model

• Scale / replication

ABM Results

Targets Key Efforts Results

Partner

customers

(Named

accounts)

• Focused lead sourcing

• Unified sales pitch

• Targeted marketing (events,

webinars, content)• Focused Dev efforts

Less objections

More wins – Key logos

Awareness in market

Network effect

Credibility

Competitor’s

prospects

• Targeted content, SEO and

PPC

• Site personalization• “VIP” sales effort

No education required

Bigger accounts

Quicker cycles

Higher prices

Confidence

ABM Flow

MGMT

MKTG

SALESDEV

Analysis

So what is Account-Based Marketing?

In a word…. its

“focus”

Key Takeaways

ABM = Focus = Better Resource Utilization >> Results

• Identify your target accounts

• Engage them in every channel

• Analyze results

• Optimize engagements

Growth Hacking in B2B:

Account-Based Marketing

Thanks

mtelem@marketo.com